Liverpool FC have unveiled a groundbreaking new shirt sponsorship agreement with Turkish Airlines, valued at approximately £60m annually
Standard Chartered are out, Turkish Airlines are in
Standard Chartered are out, Turkish Airlines are in(Image: Peter Byrne/PA Wire)
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Liverpool have officially announced a major new shirt sponsorship agreement with Turkish Airlines. The lucrative five-year deal, which begins in 2027 and is worth approximately £300million, represents a watershed moment for the club, marking the first change in main shirt sponsorship in 17 years.
The partnership will generate more than £60million annually for the Reds, significantly strengthening its commercial revenue streams and providing enhanced financial resources for investment in playing talent and infrastructure. The agreement will see Turkish Airlines' branding prominently displayed on the front of Liverpool's men's, women's, and Academy match kits4, thus elevating the airline's profile.
The change comes as Standard Chartered, which has served as Liverpool's main shirt sponsor since 20105, transitions into a new role as a global partner beginning in the 2027/28 season. This significant commercial evolution reflects the club's continued growing commercial appeal globally.
The deal with Turkish Airlines substantially surpasses Standard Chartered's current arrangement of £50million per season, and is understood to be the most lucrative 'front of shirt only' sponsorship deal in Premier League history. That further underscores Liverpool's commercial strength and attractiveness to international brands.
Ben Latty, Liverpool FC's Chief Commercial Officer9, expressed considerable enthusiasm about this fresh chapter with Turkish Airlines, declaring: “This is a milestone announcement for us and we are delighted to welcome Turkish Airlines as our main club partner from June 2027.
“The front of the Liverpool shirt holds a special place in the history of our club. Turkish Airlines is a globally recognised organisation with an extensive international network, and we look forward to beginning our partnership and building a strong relationship together.”
Turkish Airlines becomes just the sixth front of shirt sponsor in Liverpool’s history, following Hitachi (1979-1982), Crown Paints (1982-1988), Candy (1988-1992), Carlsberg (1992-2010) and Standard Chartered (2010-2027) .
Ahmet Olmustur, Turkish Airlines CEO, said: “Liverpool Football Club is one of the world's most recognised and respected football clubs, with an exceptional heritage and a truly global community of supporters.
"We are very pleased that Turkish Airlines will become the Club’s Main Club Partner and that our name will take its place on one of the most iconic shirts in world sport.
“The agreement also marks an important new chapter in Turkish Airlines’ long-standing support for global sport. We believe in the unique power of sport to transcend borders and bring communities together.
"As we begin this new chapter, we look forward to moving forward together with Liverpool FC and its supporters around the world.”
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